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Full Description
The landmark tenth edition of McGraw-Hill's leading textbook, Principles and Practice of Marketing provides a contemporary introduction to marketing, covering all the theoretical principles, frameworks and concepts that form the backbone of marketing education, and looking at how they apply in modern business practice.
Find out:
- The role of AI in Fashion Retailing to enhance the customer experience.
- How Dr. Martens have been engaging consumers for more than half a century.
- McDonald's plan for environmental change.
- How the use of big data is helping Netflix succeed against hot competition.
- Chipotle, spills the beans on using local and organic produce to differentiate the brand by producing food with integrity
Key Features:
- A brand-new chapter on Sustainable Marketing and Society, and a focus on sustainability throughout the text.
- Brand new Hidden Gem boxes that showcase firms that do marketing differently.
- New and updated Marketing in Action boxes and Mini Cases, focusing on hot topics such as digital marketing, ethics diversity and inclusion and sustainability.
- New and updated end-of-chapter cases provide insights across a range of businesses including high street stores, supermarkets and fast-food outlets (Boots, McDonald's, Domino's, Chipotle), brands such as (HubSpot, Dr. Martens, Unilever) and high-tech operations (Apple, Tesla, Netflix).
- Fully updated and streamlined pedagogy, including refocused recommended readings at the end of each chapter, encouraging expanded knowledge.
David Jobber is Emeritus Professor of Marketing at the University of Bradford and an internationally recognized marketing academic.
Fiona Ellis-Chadwick is Senior Lecturer in Marketing and Retailing at the University of Loughborough, Director of the Institute for Research & Consultancy Application and an active member of the Town Centres Research Interest Group.
Contents
Part 1: FUNDAMENTALS OF MARKETING
Chapter 1 Marketing and the Organization
Chapter 2 The marketing environment
Chapter 3 Sustainable Marketing and Society
Chapter 4 Customer Behaviour
Chapter 5 Value Through Relationships
Chapter 6 Digital Marketing Analytics and Customer Insight
Chapter 7 Market Segmentation and Positioning
Part 2: CREATING CUSTOMER VALUE
Chapter 8 Value through Brands
Chapter 9 Value through Pricing
Chapter 10 Value through Innovation
Chapter 11 Value through Service
Part 3 Communicating and Delivering Customer Value
Chapter 12 Introduction to Marketing Communication
Chapter 13 The Marketing Communications Mix: Mass Communications
Chapter 14 Digital Marketing and Media
Chapter 15 Direct Marketing, Social Media and Direct Messaging
Chapter 16 Place: Distribution, Channel Management and Retailing
Part 4 Marketing Planning and Strategy
Chapter 17 Marketing Strategy and Planning
Chapter 18 Analysing Competitors and Creating a Competitive Advantage
Chapter 19 Product strategy: lifecycle, portfolio and growth.
Chapter 20 Global Marketing Strategy
Chapter 21 Managing Marketing Implementation
